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Making Better Decisions Earlier

Making Better Decisions Earlier

Pixel Up UX & Design Conference (Cape Town, South Africa, 2017)

Ron Bronson

May 09, 2017

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  1. Making Smarter Decisions Earlier Content, Design & Blind Spots Ruining

    Products & Experiences Ron Bronson Pixel Up 2017
  2. Designer Myopia “...design with a nearsightedness that results in websites

    and applications that please ourselves and impress our peers but don’t meet user and business goals.” - Rian van der Merwe
  3. Marketing Myopia “A business suffers from marketing myopia when a

    company views marketing strictly from the standpoint of selling a specific product rather than from the standpoint of fulfilling customer needs.” - Ted Levitt (1960)
  4. • Architects see the world differently. • The roots of

    training. • Justifying their own cognitive dissonance Architectural Myopia
  5. We embed biases in products toward our imagined outcomes. This

    makes us more likely to forget about, or at least minimize, the possibility of other outcomes.
  6. By failing to consider the people outside of our own

    set of experiences, we ignore people with the potential to expand our product use cases.
  7. “...the player who looks least engaged may be the most

    committed member of the group. A cynic, after all, is a passionate person who does not want to be disappointed again.” ― The Art of Possibility
  8. Communicate the value of design & content through frameworks, tools

    & metrics that resonate with your stakeholders.